This first level in Jiu Jitsu Selling is the White Belt training. In the sport of Jiu Jitsu, the goal of the White Belt is survival: not putting yourself in a bad position, and escaping the vulnerable positions your opponent places you in. Accordingly, we teach no offensive techniques at this level as we focus on teaching you how to defend attacks and prevent making the kinds of mistakes you cannot recover from. Most lost sales begin breaking down due to the Salesperson having poor communication and initial contact skills. This holds true across all levels of Salespeople. We address these skills, because to ignore them guarantees we lose a certain percentage of sales. This is unacceptable because our behavior is the one thing we absolutely can control. Something we can't control is the fact that people don't always agree with us, so we teach objection handling here, using the theory of Negative-Neutral-Positive, or NNP. Rather than beat the Prospect in an argument over his objection, NNP guides him down a path where he, of his own accord, decides to correct and refine his opinion on a given subject. Besides being the ultimate objection handling formula, NNP can be extended to prevent objections from arising, lower sales resistance, and even create sales attraction, which we will see in our subsequent books. Once you learn this simple two-step process, you will use it for the rest of your life, both socially and in business.
